Our challenge was to interpret this point of-view in a way that was truly relevant to Singaporeans.

In success-driven and status-conscious Singapore, Joy wasn’t seen as a particularly relevant theme, especially for a car brand that was seen as a status symbol. Initial research showed our target audience thought of ice-cream trucks and balloons when prompted with the word Joy.

However, we observed that successful people, the ones our consumers most admire put Joy into everything they do. Traditional thinking tells us that success will bring you joy. Our strategy was to flip this thought - Joy is not just an output of success but an input too.

Joy fuels success.

Our objective was to use this strategy to increase awareness around this point of view and connect Joy with BMW.

Creative Execution
To get this message across, we had a couple of options: a traditional monologue or come up with something truly conversation-creating.

Where is the ideal place to engage them in a conversation about Joy and Success? It’s where they spend most of their time pursing it – the gleaming office buildings in the CBD.

Our idea was to transform these symbols of success into symbols of Joy, even for a brief while.

We planned to surprise people outside Suntec City Towers 2 and 3 with a 3D interactive projection display – prompting people to take Joy to work. The event also featured a first-ever interactive live SMS projection where consumers could share their messages of Joy with thousands of viewers.

Results and Effectiveness
Apart from the thousands of office workers who watched from the streets and their workplaces, the YouTube video of the event reached 300,000 people in a city of 4.5 million.

It was also featured in blogs, forums and social sites, notably in mashable.com, Contagious magazine and viralblog.com.

An online brand tracking study proved we increased the buzz on BMW and JOY by over 200 times. We also helped connect Joy and BMW – increasing the positive sentiment of those conversations by over 25%.